Improving Performance with Big Data: Smart Supply Chain and Market Orientation in SMEs

Abstract

This study aims to explore the impact of big data-driven supply chain management, web analytics, and market orientation on corporate performance in medium-sized enterprises (MSEs) in Indonesia. By integrating these contemporary elements, the research seeks to provide insights into how digital technologies and strategic market practices can enhance organizational effectiveness. The study adopts a quantitative approach, utilizing survey data collected from 350 MSEs across various sectors in Indonesia. Purposive sampling was employed to ensure that the selected firms actively implement big data analytics and market-oriented strategies. Structural Equation Modeling (SEM) was conducted using SmartPLS to analyze the relationships among the variables. The findings reveal that big data-driven supply chain management and web analytics significantly contribute to improved corporate performance, with market orientation serving as a critical mediating factor. These results emphasize the importance of aligning digital tools with strategic business objectives to achieve competitive advantages. Furthermore, the study highlights the practical implications for MSEs, suggesting that integrating big data and web analytics into supply chain operations can optimize resource allocation, enhance decision-making, and foster market responsiveness. This research contributes to the literature on digital transformation and strategic management in emerging economies, offering a novel perspective on how MSEs can leverage technological advancements to remain competitive. Future studies may explore longitudinal impacts and sector-specific adaptations.